Business Impact
41.7% reduction in support calls!
4.6/5 satisfaction (up from 3.2)
Increase of users confidence
My Role - Design Lead
Spotted the issue, validated it with data and led the redesign of the account setup flow
Aligned PM, engineers, and stakeholders around a phased solution
Ensured delivery fit technical constraints while reducing support costs and improving UX
Problem
During a routine dogfooding session, I noticed major usability issues in the account creation and invitation flow. Screens were unclear, steps didn’t match user expectations and the system felt outdated. When I checked Tableau, I found that 24% of all support calls were tied to account setup confirming this as a major user and business pain point.
Solution
I raised the issue and led the alignment around a redesign. I mapped the existing experience, created a new flow tailored to the upcoming Auth0 integration, and made sure we addressed the right user problem, one that would soon become even more critical.
My design process
Interviewed 12 Support team members to validate pain points and avoid assumption bias
Ran a squad-wide feedback workshop (PM, EM, QA, Content, Support) to assess feasibility and impact
Proposed phased delivery to work around limited squad capacity and outdated tech stack
Refined the design based on early input before handoff
Strategic Contribution
Anticipated the impact of future access changes (Auth0) and proactively solved for them
Tied UX improvements to reduced support costs and customer satisfaction
Navigated delivery constraints with a lean, incremental rollout plan
Built trust and alignment across squads by bringing clarity, structure and user impact to the table
